Ah, Google, keeper of the sacred, secret formulae that determine whether your
website link appears on Page One of search results -- preferably above
the fold, or at least higher up on the search results than your competitors'
links. Year in and year out, companies try to crack the Google
"secret code," throwing all sorts of strategies at the
search engine's current algorithm to see which ones stick. If you've
ever sat down with a web or SEO strategist, you've heard about the
importance of optimizing your web presence so that Google will reward
you with higher search result rankings. Sure, there are other search
engines out there worth pleasing, but after all, people don't just
search for products, services or information; they "google"
them.
Even the most skilled, experienced web professionals can find Google a tough nut to crack. That's partly because the competition for Google's attention is so vicious, and partly because Google remains a moving target. The company regularly changes its methodologies, which means that yesterday's great online marketing tactic becomes today's disappointing search result. A few years back, I wrote a white paper about an exciting, cutting-edge study performed by a web optimization company, only to watch the owners go pale as Google suddenly changed the way it did things (again), rendering all their hard work obsolete before the study could even hit the news feeds.
What can
you do to stay in the sights of this attention-impaired giant? Well,
you definitely want to make sure that your digital marketing provider
stays on top of all the latest industry news, while building enough
flexibility into your site to enable fast, easy updates. This
flexibility lets you employ a great, all-weather strategy for online
marketing success: production of a steady stream of fresh, useful,
high-quality written content -- the kind of material that will always
matter to your target market. The good news is that Google currently
places quite a lot of emphasis on relevant content. But even if it
didn't, such content would still help you generate the kind of
responses you're looking for. I've always said that good marketing
content tends to optimize itself, and I've yet to see any evidence to
the contrary.
Through
fair weather and foul, regardless of what Google's
algorithm-of-the-moment seems to favor, engaging written content will
always make your web presence more, well, present. You'll find that
visitors don't just land on your page; they actually read them. They
stick around. They check out your products or services. They might
even buy stuff or contact you. That's the kind of relevance any
business can benefit from, so get the professional
copywriting help you need to make it happen!
